JW Filshill is encouraging retailers operating under its KeyStore symbol to engage with children’s nurseries in their area by donating Christmas selection boxes.

The initiative was inspired last year by retailer Chris Watson of KeyStore Corseford in Johnstone, Renfrewshire, who wanted to help his local nursery after discovering it did not receive the same financial support as primary and secondary schools.

Craig Brown, chief sales and marketing officer at Filshill, said this year’s initiative hoped to target 45 nurseries, helping more than 2,500 children. In 2021, the wholesaler distributed 1,630 selection boxes to 31 nurseries.

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“Chris is one of KeyStore’s most prolific community supporters so we were delighted to launch this last year and hope the 2022 campaign will put a big smile on little faces in the run-up to Christmas once again,” he said.

Filshill is also encouraging retailers to place dumpbins in-store for food bank donations, with the wholesaler providing a free wire dumpbin for retailers to use all year round.

“There is no doubt that retailers who engage with their local community build long-term customer loyalty and reap the rewards in terms of additional sales and footfall – and both our food bank and nurseries campaigns are prime examples of community engagement at its best,” Brown Added.

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